Yum China, KFC’s operator in the country, has discreetly introduced a fresh pilot concept by the name of Fried Chicken Brothers, further diversifying its localized sub-brands.
The pilot currently runs two compact stores in Shanghai, each approximately 20sqm in size, with a particular focus on takeaway and delivery services.
The innovative brand presents two unique culinary adventures. One specializes in Chinese-style fried chicken, while the other embraces the distinct flavors of Korean-style fried chicken.
The Chinese menu features dishes inspired by regional flavors, such as chicken spiced with Litsea cubeba, crispy chicken skin paired with chili, and chicken racks with a unique taste of Yanbian barbecue kimchi. The Korean-style shop, on the other hand, emphasizes boneless fried chicken, served with an array of bold sauces including creamy cheese, amber sweet and spicy, and honey mustard sauces.
Based on user reviews, the average spending per person is estimated around 30 RMB (approximately US$4.12), positioning Fried Chicken Brothers as a cost-effective and flavor-rich alternative in the fast-food fried chicken market.
This new addition expands Yum China’s increasing portfolio of KFC sub-brands in the country, which further includes KCoffee and Kpro. This move aligns with the company’s broader strategy of diversifying its offerings to cater to younger consumers and adapt to the ever-changing local tastes.
What is Yum China’s new pilot concept?
Yum China has introduced a new pilot concept called Fried Chicken Brothers, which offers Chinese and Korean-style fried chicken.
What does the Fried Chicken Brothers menu offer?
The menu offers two distinct culinary experiences. The Chinese-style menu features dishes like Litsea cubeba-spiced chicken and Yanbian barbecue kimchi-flavoured chicken racks. The Korean-style menu focuses on boneless fried chicken with a variety of sauces.
What is the positioning of Fried Chicken Brothers in the market?
As per user reviews, the average spending per person is around 30 RMB (US$4.12), thus positioning Fried Chicken Brothers as an affordable and flavor-rich alternative in the fast-food fried chicken market.
